Bendon Group, one of the world’s leading intimate apparel companies, today announced the first opening of its contemporary new retail concept, Drawer No. 1, at Westfield Warringah.

Named after the universal home of lingerie and swimwear – a woman’s top drawer – Drawer No. 1 has been created to be the pre-eminent retail destination for women seeking exceptional service and brand choice.

Featuring an exclusive, hand-selected edit of Bendon’s covetable women’s intimates and swimwear brands in a premium environment, Drawer No.1 offers a mix of beautifully crafted product combined with highly-personalised customer service. Curated international brands including Heidi Klum Intimates & Swim and Stella McCartney Lingerie & Swim sit effortlessly alongside local icons from Pleasure State, Lovable to Fayreform and Bendon to ensure that every woman (and every shape) is catered for.

Customers will be offered expert, personalised advice and complimentary bra fittings to ensure a precise, supportive and mood-improving fit, be it for their first bra, a maternity bra or an ensemble of intricate lace.

Designed to be a place of new discovery, Drawer No.1 will feature evolving trend stories and a seamless integration with its e-commerce channel, offering customers an endless aisle. Drawer No.1 will also offer an exclusive loyalty programme – the No.1 club – with a reward hierarchy, incentives and exclusive experiences, automatically moving members up as they spend.

Bendon CEO, Paul Cherny, says, “Our inspiration for Drawer No.1 was clear and simple: to create a premium environment for women seeking exceptionally high levels of service. Drawer No.1 brings Bendon’s house of brands to life in a new and exciting retail concept and we’re thrilled to be offering current – and new – customers a wealth of choice in a discerning and dynamic environment. This is thoughtful retail that is unique to the Australian market.”

The debut store at Westfield Warringah will be followed by Westfield’s Chermside on 20 October and Carindale on 13 November, with further launches planned for 2018.

Source: Drawer No.1